Marketing Essentials and Concepts

This assignment delves into core marketing principles and practices. It covers essential topics such as the marketing mix (7Ps), micro-environmental factors influencing marketing decisions, Porter's Five Forces model for industry analysis, and various marketing strategies employed in diverse sectors like hospitality and international business. The provided text offers definitions, explanations, and insights into these concepts, drawing upon academic sources and online resources.

Marketing Essentials

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
P1 Key roles and responsibilities of Marketing Officer.........................................................4
P2 How roles and responsibilities will help to achieve the objects, goals of company.........8
P3 7P's of Marketing Mix in the context to comparison of Your Destination with National
Express.................................................................................................................................11
P4 Construct Basic Marketing Plan for Transport and Distribution Company....................14
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................17

INTRODUCTION
The marketing is that essential element in which overall marketing plan is created which
involves creating, promotions, delivering of goods and services and based on that activity which
involves as an area of institution, and through the processes for the creation with communicating
and delivering and exchanging offers the value of consumers and clients and as a large society
are involved. In marketing, there essentials include- segments of markets and markets which are
targeted, Marketing is base of the development of entire organisation, it affect overall business
positively and negatively. In this assignment, the case is based on the transportation company
named Your Destination, want to expand their in other areas.. Which includes the marketing
channels like, channel of communication are very much useful, distribution channels which used
to deliver and offer, selling and the area where the company want to provide services or targeted
market. Assignment also includes the value of logistic management in distribution and
transportation service provider company. Under this Your Destination want to expand their
business with the new marketing strategy and want to introduce new transportation facilities. The
marketing of their transportation and distribution are more innovative in nature.

MEMO
Date- 9th October 2017
To- Senior Management Meeting
From- Marketing Officer
Subject- Marketing Essentials
Message
P1 Key roles and responsibilities of Marketing Officer
Marketing refers to the area in business concern which have vital role to promote the
organisation and mission, goal of business entity. It includes coordination, production all which
require to represent in business. The specific job of marketing department is to reach the
valuable customers, investors and cover overall community. It refers to the positive ability of
entire organisation which help for their branding. Marketing involves interaction with their
customers and partners.
Conducting campaign management for marketing initiatives: In the present section
campaign is to be conducted in order to advertise products and services. Apart from this,
campaign arranged for attracting people is to be managed which lead to boost up sales and
market share. It helps to achieve the mission, vision, the goal and objectives of company.
Promotional marketing with innovative facilities: - Marketing is used to promote the
products of company which involves the core description, services and keep their customers in
touch. The marketing department is responsible for entire productivity of organisation. It is
based on the strategy where the marketing crates a strong marketing strategy which involves
advertising, communicating with clients, taking feedback, reaches the expectations of their
clients (Lamb, Hair and McDaniel, 2011). In order to promote the goods, various promotional
strategies are used which include innovative or modern and traditional. Under the innovative
promotional tactics, social or digital media, social sites, direct e-mail etc. considered. Further,
traditional approach consists with newspaper, articles, magazines, radio, television etc.
Marketing officer is that individual or a group who is useful to coordinate large number
employees. Marketing is that strategic part in the organisation which helps in business

development, improvement in production, marketing research, and collection of primary ,
secondary data. competitor analysis, and so on.
Responsibilities and Roles of Marketing officer: -
Marketing officer is the leader who understand the needs and wants of internal
employees and fulfil them. Marketing work is based on that positive managing skill and
capabilities which create a positive and negative impact in funding of business, brand image,
expansion the business and risk analysing, mitigation.
The marketing officer is referring to individual which overseas internal and external
environment of business organisation. Officer plays very important part who communicate with
all levels whether it is top, middle and the lower level management. Because the entire
productivity is based on the marketing strategy. Duties of marketing officer are- create
innovative way to communicate with the internal management.
Brand image and Market Placement: The brand image of every organisation is very
essential. It defines a visual identity which is based on creativity and strategy. Every company
create their own logo which denotes the identity of company. It reflects the entire personality as
well as goodwill of the company in market and relevant industry. (Pike, 2015). The marketing
officer role is to increase the brand image and attempt to maximise the profit or market share.
Expansion: - The successful officer is that individual who may see that the internal and
external management which involves focus to research the trends of market needs of market,
creation of the marketing cycle which generate and expand revenue and profits in company.
Customer Experience: - This is the essential step which helps to enhance and simplify
the relation between the organisation and consumer. The officer should be smart, innovative and
introduce new products with the new marketing and innovative strategies. The role under this
aspect is to create more trustworthiness in customers related to services band products.
Risk and policy: - As an officer who deals with the legal complications and financial
aspects of company (Malhotra, 2015). The officer ensures that the advertising of their product
is truth. The officer deals with the government strategies and policies and generate a successful
strategy for the business development.

The officer creates powerful strategies which generate high amount of profits and
revenues. The company should analysis the other competitors in transportation services. They
use the innovative ideas like use of digital marketing, website development etc. This online
advertising strategies will increase the marketing and the customers will attract in other cities.
The comparison with competitor National Express will help to understand their negative
aspects, this will broad marketing strategy to grasp the new customers. They provide new
strategies to discount services which helps to increase the large number of customers. The
foundation of good marketing is based in the department positiveness towards the needs and
wants of their customers. The services of your destination should more effective and focused
that will increase trust of their new customers.
In addition to this, to get the better insights of the operations, Your Destination can perform an
internal analysis of all the strengths, weaknesses, threats and opportunities possessed by them.
This can be attained by performing SWOT analysis:
Strengths Weaknesses

Good customer satisfactions gained by the
entity.
Effective leadership styles by the managers.
Quality services rendered to the customers.
The lack of rapacity to meet a wider market.
Huge investment is required in the the
vehicles.
Opportunities Threats
To expand business globally.
To enter in new market place.
Entity can also increase the business by
undergoing effective marketing.
A high level of competition in the sector.
Dependency on other means of transportation.
High level of threat from new entrants.
Besides this, Your Destination is required to follow an effective marketing plan for achieving
desired outcomes. A structure is proposed below that can be followed by the entity:
Traditional marketing: This involves the already existing marketing styles that are already
been sued by the companies from years. They can be print advertisements using relevant media
sources or communications using offline methods.
 Public Relations: It is a strategic communication process that Your Destination can use
Illustration 1: Marketing Structure
(Source: Wright, 2014)

for creating mutually beneficial relationships with the public. Offline Advertising: Your Destination can opt for various offline media channels for the
promotion of the entity and transportation operations. This is the most significant tool
for engaging local people. For instance: Telemarketing, television ads, radios,
billboards, hoardings, brochures, pamphlets, etc.
Digital marketing: This is the marketing of the services and products by taking assistance from
the digital technologies. Your Destination can use this in increasing the customer figure which
cannot be done by the traditional marketing method. This is best option for the international
advertising.
 SEO: It is the search engine optimisation process which is used to increase the amount
of visitors. The transportation company can use this to enhance the visitors to the
company website by obtaining a high-ranking placement ion the search results page.
 Social Media: This is the biggest platform of marketing nowadays. There is a wide
range of people using various social networking sites thus, Yours Stationaries can attract
a large mass of customers by advertising the services on the Facebook, Twitter,
Instagram, etc.
P2 How roles and responsibilities will help to achieve the objects, goals of company
The marketing strategies of a business organisation will affect the business policies
positively and negatively. A good market plan is the base to generate the large amount of profits
and revenues (Joshi, 2012). Good market plan will positively effect on the maximisation of
profits. The marketing strategy and policies will help to achieve the goals and objectives faster.
The wrong matrices of marketing will affect the entire strategic planning of organisation. There
are thousands of strategies related to marketing concepts that is basically formulated in order to
achieve the goals and objectives in company.
The roles and responsibilities will affect the company strategic plans. In other words, the
elements of marketing policies are related to achieve the core objectives, mission of company.
Marketing is that path by which a company achieve to interact with their customers. The
marketing programs whether it is related to internal or external environment will help to assist
the entire management that what is the expectations of their customers. Tactics and goals is

achievable when the company know the requirements of their customers. There are some key
elements which says how roles and responsibilities of marketing will help to achieve the
objectives and goals of business: -
Attract new customers with the marketing aspects: - It helps to target the new
customers in global market. Attracting the ideal customers of company will require varieties in
their facilities and services (Brady, 2014). This increments in the number of customers will
assist in increasing the sales target of the entity. Consequent to this, business value of the firm
will be raised which will help in achieving the business objectives.
Increase purchase frequently: It help to increase the productivity of business
organisation. Roles and responsibility is based on strong building image.
Build longer relationships: - When the company start regular communication with
their ideal customers and build stronger connection. If the customer feels that they are the main
part of the companies this will build the trustworthiness. Build this type of connection will
increase the comfortability of the customers and one can more connective.
Increase customers lifetime value will also help to acquire newer customers: -
Increasing the customers value will increase the new customers in the company. It will become
easy to afford to spend to acquire the new customers.
Increase profits by lowering cost: - Lower cost of the facilities and services provided
by the organisation will support to customers which build longer relationships. Announcing
new discount services will attract more and more new customers (Desai, 2013).
Reduce client support time: - The key element of marketing is based on the prospects
of entertaining, educate with new ideas related to transportation services is a good way to
starting in other branches. This will that recurring asset of company which is very much
attractive to their clients and customers. This will increase the connectivity with their clients
and they feel more comfortable to tell about their issues regarding to their services.
There are some essentials where roles and responsibilities of marketing will affect positively or
negatively.
Business Development: - The entire development of a business concern is depended

upon the marketing criteria. It is based on that real essence of the company which increase the
business abilities or decrease the value.
Research of Market: - The collection of feedback through their clients. Ask them what
kind of changes, they required in their services will create a positive impact and clients are more
connective (Shukla, 2015).
Customer Services: - Provide good service and take care of them will help to create
trustworthiness of them. As a result, people of new area market were taking interest.
Promotions: - This that small part in the market world which is very valuable. The
value of promotion is depending on the marketing manager how they present their services to
their ideal customers.
Brand Image: - The brand image of transportation company is highly required the
positive skill and good way for convince will affect their clients. The good services which they
provide to their customer will build trust and this trust will develop their brand image. The
entire transportation company is based on a way that how they provide a well facilities and
good services to their clients.
The marketing and promotional strategies will affect their ideal or new clients that will
help to compete with National express. New branches of transportation services of company
will be done well when they come with new and innovative markets (Wright, 2014). The
branches in new cities related to transportation is a great or interactive idea which help to
generate new clients to your destination.
There are some external factors that have major influence over the effective functioning. This
can be categorised into two parts:
Micro Environment: The key stakeholders which are directly associated with the business falls
under this category of environment. They are as follows:
 Competitors: This have direct influence over the profitability of the entity by attracting
the customers. Major competitor of the selected firm is National Express.
 Customers: They are the key force that drive any business. Your Destination thus have
effective strategies to increase the number of customers. The major customers are the

regional companies SMEs who transfers their good from bone place to another. Also,
regional people takes services from Your Destination for transportation purpose.
 Employees: They are the most important asset of any organisation. Your Destination has
highly motivated employees that increases the profitability.
 Media: This factors impacts on reflecting the image of the company. Your Destination
has maintained good relations with the various media sources which can boost the
performance.
 Shareholders: This elements demands maximum profit which the entity can make so that
they receive a big share. These people thus helps the firm in increasing the market sales.
 Suppliers: This element highly impacts upon the effectiveness of the overall operations.
it is necessary for the Your destination to have low supplier power to ensure maximum
profit.
Macro Environment: To best analyse the impact of the macro-environment external factors that
Illustration 2: Micro-environmental factors
Source: Wang, Lee and McLee, 2011

may have impact upon the business. The PESTLE analysis of Your Destination is as follows:
 Political: The impacts off political factors become influence when there is high
instability in the country. There are various recent incidents that have took place in the
country that are having negative impacts upon the business. Your Destination is also
facing several problems with the Brexit. Thus, they should adopt the new policies and
also, revised work is needed. This will very helpful to prevent the issues facing by Your
Destination.
 Economical: The economic conditions are stable in the nation and are supportive for the
growth of the company. The economical conditions will affect the Your Destination in
various aspects. The interest rates, tax structure is favourable and does not have any
negative effects in the entity.
 Social: The increased living standard of the people because of the societal influence is
pushing them to have their own transportation facilities which may affect the
effectiveness of the Your Destination. However, it may be recognised that the heavy
vehicles used for the operations are highly demanded.
 Technological: The advancement in the technologies have added extra investments for
the company in adding up recent structure. However, it should be noted that is also have
simplified the operations. Your Destination will be more technologically sound in their
regular facilities of transportation.
 Ecological: The laws against the environment such as for fuel emission, air pollution
etc. pit limit on the business. The entity is required trio follow them for playing their
role in the sustainable development. To manage the profitability along with saving the
ecology, organisation can use bio-fuel. To expand the business Your Destination should
have knowledge of target areas.
 Legal: An entity is highly dependent of the legislations of the existing nation. In context
to the present organisation, the laws are in favourable for Your Destination. The interest
rates, tax, growth rates etc. also support the development of the entity.
Porter Five Forces Analysis:

The Porter Five Forces is based on that essential tool which is help to analyse the
competitions of business organisations. This model is certainly use to measure the levels of
probability in businesses. The analysis help to address the essential aspects which help to
measure the performances on regular basis. The five important aspects are following:-
Competitive rivalry- It helps to know the number and the strengths of companies
competitors. The rivalry is based on the intense that companies get attracted to their
customers like creating marketing campaigns.
Supplier Power- By this model is is very easy to analyse the power of the company
suppliers. It help to analyse the potential and capabilities of the suppliers.
Buyer Power- The analysis deals with few customers and their power as the customers are
essential for the organisation.
Threat of Substitution- This phase refers to the likelihood of the customers and the
variation they want on the basis on their preferences and taste changes.
Threat of New entry- This involves the position where the company get affected by the
new entry of buyers.
Illustration 3: Porter's Five forces model
Source: Porter's Five Forces. 2017

P3 7P's of Marketing Mix in the context to comparison of Your Destination with National
Express
The marketing mix is that essential tool of marketing strategy which involves the 7 kinds
of essential key elements. The entire marketing strategy is based on these theories Product,
Promotion, Price, Place, People Process and Physical Evidence. These key elements involve the
entire marketing analyses which is required in businesses. It defines the key issues which affect
the services and entire management.
The good marketing strategy is based on skilful staff, members which concerned with
organisation. A good strategy in new market will take very carefully. Because it based on that
situation where company is providing their services at new market by the aim of expansion. In
this the market is new and clients are as well. Thus, company use good and innovative strategies
with good interaction with their new clients (Wang, Lee and McLee, 2011).
Illustration 4: 7P's of marketing mix
(Source: Joshi, 2012)

Product: - It involves the critical analysis which shows quality, image, branding,
productive features, variants etc. It helps to support brand image by good client services. It
includes the availability and the services which Your Destination want to provide to their clients
and whether clients are expecting. The entity aims on rendering high quality services with
minimum price. However, it should be noted that although the National express possess higher
range of services despite of that people trust more on Your Destination because of their superior
service.
The marketing is based on that initial marketing famous model which is essential to
analyse the strategical business. It is designed in such a way which includes the entire marketing
approach.
Place: - It relates to the availability of a service to their ideal and targeted customers. In
this a transportation company will generate the online website facilities, e-commerce, mail
directly to service provider. In this the company will find easier way by their clients will directly
as for their quires and issues. It should be recognised that the business of National Express
presents in different nations. Also, Your Destination is planning to open their business
nationwide that is customers can avail the services from increased places.
Price: - The services is based on the way company represent in good value or money.
The company will take affordable price to their clients which positively value of company. The
services which informative and uses of good transport will affect the clients. On time delivery
good staff with the affordable prices of services will build trust (Ramaseshan, Ishak and
Rabbanee, 2013). The basic aim of their marketing is to make people happier and satisfied with
their services. Cost is not a big matter if the services for the transportation of the client’s
products is delivered on time or in good condition. The selected organisation is doing a lot for
customers in this regard. The pricing structure of the Your Destination is comparatively low then
the major competitors.
Promotion: - It very essential key element which involves Product and service
promotions, Personal interactions, social media, communicating with clients and taking feedback
and analysis for their reactions. Nowadays digital marketing clients are more connected with
online sites and web world. Online advertising is a way to build new customers in Your
Destination for in most strategical manner. There are various promotion methods used by the
selected company. For the local areas Your Destination is promoting the services by using

traditional methods such as print media, etc. However, to promote the services in the nation,
various digital marketing tools are being used. The promotion is that essential part which is
required to in organisation. Your destination should more focus to promote their company with
new ideas and innovation techniques like digital marketing, online promotions such as
advertisements on various social networking sites, including celebrities in the ads, etc.
People: - The means of people in the marketing mix is those reliant individualities such
as Sales staff, Director of company. People which are involved to provide services to their clients
should be more reliable and trustworthy. The transportation vehicles should in good condition
and proper and reliable drivers which is going to the destination by Your Destination. In
transportation companies the service provider is very much concerned to their clients. It is an
important responsibility that the company should deliver the clients products on time and in good
condition (Malhotra, 2015). The employees of the organisation are highly motivated and
committed towards their job. This feature is helping in receiving the success. Besides, the
productivity is increased by the strong employee-employer relations. Also, the organisation
conducts various trainings and development sessions to boost up the motivation level of the
workers.
Processes: - The transportation company is providing proper and good services to their
clients. It involves the on-time delivery services and goods which are transporting to another
destination are transported in as usual condition. The process used by the entity in the business
involves a high level of communication between the various departments that ensures the
development of effective services.
Physical Evidence: - All kind of services includes the physical existence in the company.
The clients required proof or receiving good services as a product. In transportation service
provider company reliable personalities. People are more comfortable with the behaviour of
service provider. This essential logic will build trust among their clients. Thus, the physical
evidence has a great importance in marketing mix because it shows the reliability in businesses.
It should be recognised that the facilities by the entity are fine but not attractive enough to draw
the attention of large customer figure. Hence, organisation should work in this order. They
should improve the delivery services. In addition to this, emphasise is needed on effective supply
chain management too in order to maintain the balance.

In the present scenario, the service provider company which gives their services of
transportation named Your Destination is already doing great business in London and Essex.
Now they want to expand their transportation business to provide their services in other cities
like, Manchester, Newcastle, Glasgow and Aberdeen etc. Under this expansion their basic aim is
to give competition with National Express. In this content, Your Destination will focus on new
customer and on the basis on their living style they introduce transportation services like, good
drivers, vehicle are in good conditions, more interaction with the market of new area (Baker and
Saren, 2016). Give training and develop the skills of staff will positively help to attract the
clients in new market.
P4 Construct Basic Marketing Plan for Transport and Distribution Company
The transportation and distribution company is based on that integral part for the
concerned of deliver the goods on destination. The logistic is that term which is based on that
responsible aspect which use transport the client goods from one point to another destination
point. In this concern the management of logistic system is very essential.
It designed on the basis of that strategic operations which consider and anticipate each
variable that affect the item or a good from starting point A to destination point B. In the
scenario Your destination transportation and distribution company wants to expand their logistic
business in different cities. For the expansion of their company the company should a good or
effective business plan with the objective of expanding their transportation business and interact
new clients in new area of market (Marketing Essentials, 2016). The goal of the entity from the
marketing plan is to increase the number of customers by rendering them quality services in the
affordable prices. Also, the organisation aims on improving the internal processes. Further, the
entity wishes for increases sales to enhance the profitability.
The construction of marketing plan of Your Destination transport company requires
including following six steps: -
Define a service offer: - It is the first step which includes the followings aspects- that
what kind of service provider they are, what actually the company should use lorry or shipping to
transport send goods from starting point to its destination. By clarifying these aspects, the
company should analyse all aspects. It includes that what kind of technology and tactical,
tracking services Your Destination company want to provide. Analysis of what kind of tool to

ship the goods using by client. This will help the organisation in understanding their strengths
using which they can increase the customers.
Determination of Primary and Secondary market: - It is based on the management of
physical items such as electronics, animals, equipment’s and food. Your Destination is that
transportation services provider company which successfully established in London, Essex cities.
Now they want to expand their business in other cities. The analysis of primary and secondary
market includes handling of materials, determination of area of market, production strategies,
packaging system. Inventories, transportation services, location of warehouses and other
securities (Guy and Patton, 2013). This research will help the entity in identifying the needs and
demands of the customers and thus, the work can be proceeded in the right direction.
Identification of competition: - The analyses of competitors are very much essential and
challenges to expanding the business. Your Destination is the transport service organisation
which have aim to expand their business in other country like, Manchester, Newcastle and so on
with the competition with National Express. The strategies and system which is provided by
National Express may affect the expansion of Your Destination. In this regard, the company
focus to their competitor and then plan their business strategy with identifying the National
Express services and then invent new way to interact their customers.
Articulate valuable proposition: - It includes the situation of evaluation of actual
competition, determination that the things which make company better and attractive. It includes
to articulate the target market of Your Destination transportation services and should focus on
shipping goods like, food products, animals, electronics items.
Allocation of marketing budget: - It includes that strategical aspect which says that at
what amount a transportation company want to spend in the area of marketing. In this Your
Destination transportation service provider should make budget on for certain area of markets
(Biggemann, 2012). This fact will clear the company and analyse the budget regarding the
essentialism of marketing.
Development of tactical marketing plan: -After analysing the budget and determination
of different channels of if differs from regular targets and create new opportunities in business. It
includes the communication with the staff that where actual differences are identified. It also

considers the entire strategy related to advertising, packaging, delivering, social media or
categorisation of those approach which are required for industry.
The present aspect shows the construction of a strategic business plan which is required
to expand the business as a whole. These steps which include the logistic as an important
element will very helpful to attract target clients of Your Destination transportation service
provider. These six steps involve the entire marketing area which consider logistic management
as an essential part in planning of business. It involves- defining what kind of services the
company is going to provide in target market, Articulation of the actual target market which
include the focus on the shipping goods and provide services (Jones and Rowley, 2011).
Identification of the competitor in this case the competitor of Your Destination transport
company is National Express. And analysis of what actually National Express offers similar
services or targets and so on.
Marketing plan for Your Destination:
Current Position: The chosen entity is a renowned name in the sector. They provide all the
transportation needs of customers. This entity is locally owned and operated. It has became name
in the sector due to the services provided by it at the low prices. Their major agenda to deal with
the major competitors is the pricing structure.
Goals and Objectives: The goal of "your destination" is to expand its market size globally and
earning maximum profit. For this, the objective of the entity is to satisfy all the customers with
their services. Further, they aims on development of varied range of services covering a large
group of target audience. However, they mainly desires to enhance excellence in their services
sop that they can be liked by the people who avail them.
Target Market and Strategy: As the entity has already have those services that can be availed
by people belonging to low and medium class. Now, in order to expand market size, it should
seek more profit. This can be earned by increasing quality of the goods and services and them
render them at high prices For this, the market will be targetted by considering rich and high-
class people who can invest much for assuring the quality.
Resources: For attaining the above mentioned strategy, the basics resources that will be used are
research of the target audiences, identifying their needs and then development of appropriate

services. This complete procedure will require a good time. Also, addition of quality in services
will require a huge amount of cost associated with development, production, etc.
CONCLUSION
The present scenario is based on essential of marketing in different organisations. In this
particular case, a well-developed strategy has been created to operate in the areas of London and
Essex. In this content, they want to expand their transportation business in other cities like,
Manchester, Newcastle, Glasgow and Aberdeen etc. In this regard, their basic competitor is
National Express. Thus, “Your Destination” transport service provider is required to make new
and innovative strategic plans in new targeted market. The plan required to covers all the aspects
of business plans related to marketing aspects. Which includes steps to expand the business
worldwide. It defines as a service provider, Determination of primary and secondary market,
Identification of competitors, Articulation of specific value proposition, Allocation of systematic
marketing budgets, development of tactical marketing planning procedures. In this content, the
marketing is very valuable and essential element to build good plans and strategy.

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Online
Marketing Essentials. 2016. [Online]. Available through:
<http://glencoe.mheducation.com/sites/0078612578/index.html>. [Accessed on: 24th
November, 2016].
Porter's Five Forces. 2017. [Online]. Available
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[Accessed on: 30th October, 2017].